Driving Awareness for Wales Millennium Centre’s Flagship International Arts Festival, Llais

Carousel delivered a hard-working press and influencer campaign for this year’s Llais - a festival inspired by the instrument which connects us all - the voice.

The Brief

We were tasked with securing national, consumer and regional coverage for Wales Millennium Centre’s flagship international arts festival which returned to Cardiff in October. 2023’s line-up was co-curated by Mercury Prize shortlisted artist, Gwenno, and was heavily inspired by the instrument which connects us all - the voice. Highlights from the line-up included; the Welsh Music Prize, an unmissable ode to Joni Mitchell by BBC National Orchestra featuring an all female line-up of Charlotte Church, Laura Mvula, ESKA, Georgia Ruth and Olivia Chaney, as well as performances from Bat for Lashes and The Big Moon.

As part of the brief, we were also tasked with securing ticket competitions for the festival as well as securing influencer partnerships to maximize awareness of the festival on social.

Our Response

We kick-started the Llais 2023 campaign by announcing the initial line-up and securing wide-spread regional, broadcast and consumer coverage for the festival. We continued to share further announcements including line-up additions in August, which resulted in additional coverage across key Welsh and wider media outlets. As we got closer to the festival, we began outreaching to influencers and securing Llais’ first-ever batch of influencer ambassadors.

Over the course of the festival, we distributed daily highlight images to press and liaised with influencer ambassadors to ensure all coverage included correct handles and hashtags.

Pieces of coverage
Total reach
Pieces of influencer coverage with a combined reach of over 250k
"It has been great to work with Carousel on this year’s Llais festival – their media relations across national and Welsh outlets has been key in driving awareness for us."
Beth Meade, Head of Audiences and Brand at Wales Millennium Centre said:

The Results

Carousel secured 64 pieces of coverage across the campaign, highlight pieces included an interview with Gwenno on Craig Charles’ BBC Radio 6 show, Nina Persson and James Yorkston on BBC Radio Wales, Gwenno on ITV Cymru, as well as standalone coverage secured across Wales Online, Buzz Magazine, Huck, Nation Cymru, Uncut and South Wales Evening Post. 2023 influencer ambassadors included @tigerlillyquinn (Reach: 54.5k), llioangharad (Reach: 23.3k) and @stelu.insta.grama (Reach: 4k).

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